A firm may lose demand for a product while retaining a skill that has value in another business. Then it is useful to separate what we know from the form in which we have sold it until now.
What does the team really know how to do? What need can it solve with a different material, scope or service? A small trial can provide information before investing in a complete change.
Such a decision does not erase the loss or guarantee recovery. It gives us the opportunity to evaluate existing knowledge in new conditions. The business identity does not have to be tied to one product if there is another way for the work to reach a customer at a sustainable price.
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